@Robert_Rose

We can skip this part, right?

Growth, fragmentation, multiple channels...

The true challenge is the pressure of executing fast and chaotic change while simultaneously delivering increasingly profitable, data-driven results.

CMO’s feel the pressure “on the clock”

CMO’s feelthey don’t

have the rightpeople

CMO’s feelunready fortechnology

... and yet...

“Creating customer experiences with content will have huge effect. We have to figure out how to stay relevant and engaging.”

CMOFortune 500 CPG Company

They’re notunaware.

They’re justwrong.

Who’s afraid of the marketing hipster?

A centralizing, grounding force.

Most organizations are siloedNow even within marketing

Most organizations realize these silos are inefficient, at best, and want to transform

B2C & B2B processes for CXM share a vision, but are more different than alike

Marketing doesn’t really need or want any more technology

WEB SOCIAL CRM BRAND EMKTG PR

WebsiteContent

SEO

TrafficSEO

Leads

FacebookTwitter

LI

LikesFollowers

TwitterCRM

Community

TVRADIO

Strategy

????

BlogEmail

Content

Workingon it

PressNewsroom

EarnedMediaNot

Fortune 500 Insurance Company

!Unified!Content!Process!

!Social!Brand!

Social!CRM!

Brand! Web!Team!

E:Marke<ng!

Public!Rela<ons!

Can you re-align content engagement as centralizing force

Find new, cross-functional roles within each team

Centralize content/experience strategy

Measurement aligned for content, not teams.

“A fragmented approach to content leads to inconsistent messaging; huge variations in voice, tone, brand, and messaging; and an inconsistent customer experience.”

Rebecca Lieb

We Forgot Marketing.....

Build your content and experience power grid, one house, one street at a time.

An experience, and content imperative

Everythingour CMSdoesn’t

do

What we wish a CMS

woulddo

Thesexy, cool

vendornew features

How marketers purchase content technology

THESPREADSHEET

CMSDoesn’t

Do

WishList

Sexy, CoolNew Features

We’ll waitfor Phase 2

on this.

Our rationalizationfor purchase

We don’tunderstand

this stuff

How marketers purchase content technology

All WCMS FailAll SOE’s will FAILImplementationfocused on change is critical

CREATE: CONTEXTUAL CONTENTDELIVER: CONTEXTUAL EXPERIENCES

Technology optimizes experience. Understanding the audiences enables optimization of content.

Reviewing content and contextual experiences

CMO’s depend solely on marketingresearch and competitivebenchmarketing.

Solely using data in aggregate to optimizeexperiences, only perpetuates biasesyou may already have built in.

AMBIENT CONTEXT: Just be observant...CONTENT NEEDS: Insight

IMPLICIT CONTEXT: Infer from behavior CONTENT NEEDS: Empathy

Financial Services Consultancy

Engagement or frustration?

Long form or short form content?

SOLUTION: Understand audience needs anddeliver appropriate content to appropriate channel

EXPLICIT CONTEXT: Noting/Listening To PreferencesCONTENT NEEDS: Intimacy

•  Volunteer*to*go*on*the*Summer*“Get*To*Know*Ya”*Tour*•  Visited*30*Customers*in*10*ci?es*over*12*Weeks**•  NOT*About*Product*–*About*Connec?on*•  Discoveries*Galore…*Photos*Galore…*Stories*Galore…*•  They*didn’t*care*about*75%*the*stuff*we*were*talking*about.*•  Wanted*us*to*help*them*with*adop?on*programs….**More*FUN*

One innovative example…!

Investing in creative uncertainty

data in hand is used to optimizetransactions - not create relationships

It’s the engagement that’s important,systems can come with time.

“We delegate what’s uncomfortable. Process makes us comfortable, organized and scalable. But do we need to pit it against creativity?

We require mental and physical space for ideas to be shaped, shared, iterated, stomped to smithereens and reiterated.”

- Beth ComstockCMO, GE

I was either going to have to spend 2 Years teaching our agencies and structuring the process to do this.

Or, I could give it away and get straight to work.”

     -­‐  J.  Mildenhall

Jonathan MildenhallVP, Worldwide Creative

Coca Cola

What Is Your 10%

Thanks....